Online creators in a campaign against disinformation
The last year and a half since Russia’s aggression against Ukraine has confirmed how fragile a sense of security can be. The war that has encroached beyond our borders is also informative, and a lack of adequate knowledge can heighten anxiety. The membership of Poland and the Baltic states (Lithuania, Latvia and Estonia) in NATO guarantees security, which was emphasized by the online creators of the aforementioned countries during the ongoing #ProtectTheFuture information campaign aimed at young people earlier this year.
As an executive agency, we were responsible for logistics, contacting Polish talents (Maciej Musial, Maria Andrejczyk, MrSetoKami and GrabaGra), coordinating and assisting in the production of content in line with the campaign’s goals and co-organizing the campaign’s closing event, supporting the lead agency M&C Saatchi World Services.
First step at the Alliance headquarters
NATO HEADQUARTERS | BRUSSELS, BELGIUM
The project started in May 2023, in Brussels, where creators from Lithuania, Latvia, Estonia and Poland met with leaders and experts to learn from the inside how the Alliance works, how it defends its citizens, what representatives from all 31 countries work on every day and, above all, what the power of unity is.
From Brussels, the creators involved in the campaign traveled to the eastern flank, where the greatest danger of the past few decades has occurred. The opportunity to participate in Baltops, the Alliance’s largest naval maneuvers, which have been held periodically since 1972 in the Baltic Sea, was an excellent chance to demonstrate readiness to defend the eastern flank’s borders, including Poland.
Military personnel from 19 countries and one partner country took part in the exercise. Fifty ships, more than 45 aircraft were used and 6,000 soldiers from Belgium, Canada, Denmark, Estonia, Finland, France, Germany, Italy, Latvia, Lithuania, the Netherlands, Norway, Poland, Portugal, Romania, Spain, Sweden, Turkey, the United Kingdom and the United States, among others, were involved.
NATO summit in Vilnius
An important part of the campaign was participation in the Alliance summit, which took place in mid-July in Vilnius. The opportunity to look behind the scenes of the meetings of the leaders of the largest countries is something unique. One of the main topics of the Summit was the situation in Ukraine, and Volodymyr Zelenskiy’s speech had a symbolic dimension as the beginning of the country’s efforts to enter the Alliance structures.
Vilnus. My grandfathers’ most beloved city, where he spent his happiest moments in life before the II World War. There he was imprisoned by Gestapo and NKVD.
While being on the NATO summit I thought about him a lot. How happy he would be that in his beloved city, the leaders of all NATO countries, the strongest defensive alliance, meet.
Visits to military bases
NATO INTERNATIONAL BATTLEGROUP IN POLAND
The Polish ambassadors of the project, during their visits to successive military bases, not only showed the soldiers’ combat capabilities, further elements of maneuvers, but also engaged in joint training. They showed from behind the scenes the life of a soldier – literally and figuratively.
NATO gaming tournament
ELEKTROWNIA POWISLE | WARSAW, POLAND
The final element of the campaign was a gaming event we co-hosted on October 30, 2023 at the Elektrownia Powisle in Warsaw. Alliance representatives, including the Assistant Secretary General, and gamers came together to talk about unity and security, the key values of the campaign, in the form of a game livestreamed on Twitch. The gameplay based on the games “Among Us” and “Party Animals” also allowed an important discussion to take place in a casual setting, showing the importance of cooperation towards a common goal.
The Planet Partners team, as an executive agency, together with external suppliers, took care of: gaming infrastructure (including streaming stations and all the necessary technical facilities), stage, Free 2 Play zones, where you could relax with your favorite games – both classic, arcade-type and newer titles, space arrangement, catering, and streaming setup.
We invited key Polish media to the event, whose representatives were eager to attend.
Engaged Twitch Creators
Watch the event livestream
The campaign attracted media attention
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